Paul Gross – CEO E-services Group
Paul has worked on some of the most recognised marketing campaigns, and introduced his talk with some of Australia’s largest brands. But Paul emphasized that his organisation plays a hidden role, managing the infrastructure or the workings of a campaign such as servers, coders and project managers. He has had a great mix of experiences, both good and bad.
The first example Paul presented was the Tourism Queensland campaign, The Worlds Best Job. It was considered a great success with exceptional exposure through all stages of the campaign. Nonetheless Paul explained that articles followed describing the downfalls of the competition where many applicants entry videos were not received by the promoter. Essentially there was a technology floor which hindered a well executed campaign.
Paul also described a similar incident with a Doritos campaign where applicants would upload a video of a commercial. Over 2000 videos were received which labelled the campaign a success beyond expectation. Feedback suggested that a technical issue with the systems prevented many hundred other video’s from being received. Subsequently negative media resulted.
When technology is not the fundamental issue, some social media campaigns may fail due to a general lack of interest. One example is Australia Post who setup a website where old scanned Australian letters could be uploaded to a website for others to see. There would be tens, if not hundreds of thousands of interesting letters that Australians may own. Paul explained that since the inception of the campaign, only 100 have been uploaded. This may be due to a lack of interest or a small emphasis on marketing the promotion. Nonetheless the site will be online until the end of the year.
Paul explained the requirements for a successful social media campaign using a quadrant diagram:
- Imperative the design of the system is complete and a technical lead is assigned to ensure smooth operation of the campaign
- Managing the day to day running of the campaign is integral to ensure it continues to run in an orderly fashion, and the content is dynamic. Planning and measurement is important to provide success metrics when the campaign is over.
- One of the biggest reasons for campaign being scrapped explains Paul is due to limited resources or change typically because of the timing of the launch.
- Essentially the target audience must enagage in the campaign to be a success. If it does not meet their wants, or they arent aware of it, they are unlikely to use it.
Paul explained that typically budgets are extremely tight for these campaigns, much less than traditional marketing initiatives.
In closing Paul emphaises the importance of getting the technology to perform, which ensures the social media campaign as whole is a success.